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Allen Solly Digital plan
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Allen Solly 11TH September, 2014
Geek Crea.ve presents a big campaign idea for Allen Solly.
‘The Corporate Jungle Challenge’ A reality show-‐ by Allen Solly
This idea is based on the insight that all corporates want their employees to dress formally and look corporate so that the clients can take them more seriously. This is a common problem faced by most large organizaAons in India.
Here’s where Allen Solly fits in completely to change this scenario.
The Corporate Jungle Challenge is a week-‐long corporate reality show which could be hosted by Allen Solly every year like Sunburn, GoaFest, etc. This event is covered online, as web episodes on an exclusive Allen Solly channel.
The event is all about corporates from different MNC’s coming together under one roof to parAcipate in various team building challenges to emerge as the winning organizaAon. The winning organizaAon gets a whopping discount on Allen Solly products for a one Ame use for the enAre office!
So, bosses will be more than happy to send parAcipants from their companies to take part. Besides, they always have occasional outdoor excursions which is very healthy for team building. This is a two-‐ in-‐ one reason for an organizaAon to send in their team of employees.
Every year, companies can pick 5 employees to parAcipate in the Corporate Reality event hosted by Allen Solly for a week. Each corporate team is given a team-‐ building task which is a tough task, and requires a parAcular skill set.
Eg: One task could be a physical endurance task, where one has to go through an obstacle race (like the Tough Mudder) as a team to win. Another task could be a task which tests your invenAon skills: Eg: A team has to build a raZ from recycle materials given to cross a river. The team that crosses the river first in their invented raZ wins the challenge. A third task could be about coming up with a theme for a fashion show. Similar such challenges which are tough and require team building and team spirit can be held, which leave the parAcipant with a new experience and a lifelong memory.
There is an eliminaAon process, where, the losing team goes home. At the end of each task, there is a casual dinner and drinks at night for networking purposes and to relax aZer a hard day’s work. One losing team goes home everyday.
People can track the audiAons online on the Allen Solly channel and vote and encourage their teams. A panel of judges can be on board. Eg: Cyrus Broacha, Ranvijay, etc. This gives us publicity.
How do teams apply? They can apply through the top fan app on the Allen Solly Facebook page as an organizaAon. The top 10 companies with maximum points on the app get shortlisted for the event.
Why this will work:
Every young employee would love to parAcipate in this event. Every boss would want to send their employees so they learn to deal with each others strengths and weaknesses, and also if they get discounts if they win, they would end up dressing up in great formalwear to work, which is otherwise a big task for them! Who wouldn’t want the thrill of carrying out the crazy tasks as well as enjoy the best of the parAes in the night for an enAre week along with networking and being among the whos who! There is a lot of fame factor, as the webcasts will be viewed buy thousands!
People would love to watch the web episodes on the Youtube channel live and vote for their favourite team. There will be a mixed set of teams from different professional backgrounds-‐ finance, medicine, adverAsing, IT, etc and will become a professional meeAng point.
At the end, on the last day, only 2 teams are leZ to compete and the evening has a big party with an internaAonal DJ, along with a fashion show by Allen Solly to showcase their range at a beach, followed by food and drinks for the winning party. This would generate a lot of PR and content for Social Media along with it being part of the webcasts which would be viewed by thousands of people.
The promoAon for the Corporate event can be done on the Allen Solly Facebook page, Twiaer and LinkedIn sites. A buzz can be created in the form of teasers and info graphic videos to promote the corporate event. Live streaming video links of the web episodes can be shared on Facebook.
Twiaer contests can be run with the hashtag: #CorporateJungle
This concept is a beauAful blend of online and offline communicaAon, where you have to promote the brand on Social Media through the top fan app first, to qualify for the offline event, which is telecast online in the form of web episodes. It also makes for a brilliant case study and a feather in the cap for Allen Solly in terms of the promoAon of the brand.
Thanks